&Why is it useful?? The influential factors Audience Introduction experience with the media as a starting point for analysis an active role of individuals in interpreting media contentmechanisms of media processing: stage of developmentpsychological disposition content attributes social contextgenderethnic, racial and class identity you focus on your immediate emotional response to media content you analyze your identification with a movie character or a famous person you reconstruct (or forecast) the narrative or imagine yourself inside the narrative individual or group talking about personal memories analyzing media contentexploring your self media literacy! Be aware.Analyze.Reflect.Be active. Thank you for your attention! - basic ideas- lines of inquiry- what is it good for? ...you will learn at the end of the presentation selective exposure selective perception vs. beef, or beer? selective retention List of my identifications 1996 2011 2009 2000 2005 5. Media production analysis analyzing some aspects of individual production of media content “All media exist to invest our lives with artificial perceptions and arbitrary values.” Marshall McLuhan Questions?